When you start thinking about how much culture and technology have changed over the last 10 years, it’s really quite something. This was the insight that won GREY South Africa a Gold Cannes Lion for its radio campaign for Duracell Duralock technology – guaranteeing a 10 year shelf life.
The ad starts off with an ironic voice-over with the overtone of a sad tune being played on a piano in the background taking listeners on a nostalgic journey back to 2007, highlighting the ten-year duration of Duracell Quantum batteries in storage. It takes a charming and amusing look at past and current trends, events, politicians, celebrities and technology and emphasises how much things can change in ten years. But the one constant is a Duracell Quantum battery.
Duracell is the world’s leading manufacturer of high-performance alkaline batteries, specialty cells and rechargeable batteries. Since its foundation in the early 1940s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries.
“We needed to show longevity of the brand as well as the product. What better way than to tie our concept into the ever-changing times we live in,” says Chief Creative Officer at GREY South Africa, Fran Luckin.